Z世代消费特征下新式茶饮品牌营销策略创新研究——以元气森林为例
Research on Innovative Marketing Strategy of New Tea Brands under the Consumption Characteristics of Generation Z—Taking Yuanqi Forest as an Example

本研究以新消费品牌元气森林为研究对象，构建“消费行为分析–营销策略评估–优化路径设计”的研究框架，基于消费者行为理论与品牌传播理论，采用文献研究法、个案研究法与量化分析法相结合的混合研究方法。并引用了消费者行为理论与品牌传播理论对324份结构化问卷数据进行信效度检验与多元回归分析，揭示Z世代群体在感知价值、社交互动及文化认同维度的消费行为特征。研究发现：目标品牌在产品迭代创新、文化价值嵌入、场景化营销及渠道整合方面存在策略断层。对于推动Z世代群体新式茶饮消费动机、改善新式茶饮产业经营环境、进一步推动经济发展有一定意义。
This study takes the new consumer brand Yuanqi Forest as the research object, and constructs the research framework of “consumer behavior analysis-marketing strategy evaluation-optimization path design”. Based on the consumer behavior theory and brand communication theory, it adopts the mixed research method combining literature research method, case research method and quantitative analysis method. Credit validity tests and multiple regression analysis were conducted on 324 structured questionnaires to reveal the consumption behavior characteristics of generation Z groups in the dimensions of perceived value, social interaction and cultural identity. The research finds that the target brands have strategic faults in product iteration and innovation, cultural value embedding, scenario-based marketing and channel integration. It is of certain significance to promote the consumption motivation of new tea of generation Z group, improve the operating environment of the new tea industry and further promote economic development.